Case Studies

NRG's current clients include Financial Post 100 and Fortune 500 companies; leading-edge technology firms; government agencies; ministries and crown corporations; marketing, advertising, public affairs and public relations consulting companies; trade and member associations; financial institutions and management consulting companies.

The following case studies highlight how we apply our extensive experience to adding value for our clients:

Wireless Market Analysis

Our client wanted to better understand the motivations behind consumer choices in the cell phone market. We recruited wireless phone users for a series of focus groups. The participants were all heavy wireless home users. In addition we segmented the groups by age.

After an intensive series of in-depth focus groups in our state-of-the-art facilities, we had identified several key drivers of consumer behavior. We also identified key elements of wireless service which drove purchase selection and product loyalty.

This was accomplished through a combination of projective qualitative techniques as well as asking participants to independently record their thoughts and reactions to various questions and stimuli. This study allowed our client to tailor its marketing and services in this changing product sector.

Tracking Health Care Issues

A major pharmaceutical company requested that we monitor and track major changes in public opinion on key health care issues. After taking the time to understand the client's needs, our team went to work and developed a survey that asked the right questions. With our experienced team of analysts we were able to deliver impact to the client's public relations efforts, allowing them to execute several tactical public affairs campaigns of strategic importance.

Campaign Management

A political candidate needed to know public perceptions about various public policy initiatives - they came to NRG to get answers. Combined, our staff has over 50 years of involvement in assessing national and regional public opinion. We designed a survey aimed at uncovering candidate preference and voter opinions. After surveying a randomly selected representative sample of the electoral district, we presented a thorough analysis to our client. NRG has helped numerous clients, such as political candidates and government agencies, with information and insight on public opinion matters.

Municipal Zoning Project

A commercial developer working on a controversial urban development needed to identify the points of public concern vis-à-vis zoning and development-related issues. NRG took the time to understand the municipal issues involved so that we could deliver exceptional service to our client. Once we had a firm grasp on the various political interests and zoning opinions, we developed and executed a well-targeted survey of effected residents. We then used cluster analysis to identify the various segments or groups which the public was divided into. This study was used in City Council presentations, briefs to zoning variance hearings, and to help design public policy strategies.

Auto Insurance Satisfaction Tracking

NRG designed and executes surveys among auto insurance customers on a monthly basis. We contact customers by telephone to ask them about their service experience and the effect of their recent transaction on their impression of the client's services. Interviews are conducted within 15-60 days of a customer's transaction.

Results are reported across the client on a monthly basis. All reports present historical data among customer segments. Statistically significant differences are highlighted. Reports include an executive summary, complete with the implications of the findings.

Health Care in First Nation's Communities

Our client wished to develop and launch a major public health awareness campaign targeted at Canada' First Nation's communities. They required market research to help them understand at a conceptual level what approach was most effective with the intended population. In addition, our client also required feedback on the finished product to ensure that what was eventually going to be launched publicly was not going to create any problems and would indeed have the desired effect on attitudes.

Through various means members of the target population were recruited and focus groups were conducted. The moderator in the groups used a discussion and analytical tool the Perception Analyzer dial pad system to gain detailed insights into opinions of participants regarding the test stimuli.

A high level report was provided very quickly after the first round of focus groups in order to provide our client the research guidance required to move forward with the development of more finished creative material.

At the end of the second round of research a more detailed report was provided summarizing the findings from both rounds of research. Not only was our client able to successfully launch the planned campaign, but the findings will help guide future initiatives with this population.

Online Survey for Software Developer

A prominent Vancouver software developer needed specialized web-based surveys to better understand how their value proposition stood up to the competition. NRG developed a highly technical survey of key software users. The results of the survey are presented to the client's product managers giving them valuable feedback. Our analysis included market segmentation and perceptual mapping—thereby allowing the client to understand their competitive position in the market place.

Our analysis included segmenting the market by desired software features and creating perceptual maps so that the client can better understand the competitive environment. As with all our reports, NRG's team summarized the data into a user-friendly format for management.